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Usher | Comedic Videos

Being Yourself

As Usher’s Head of Social for almost 2 years, these videos created some of the largest growth and engagement his channels had seen.

Roles

My Role: Director + Videographer (Shot on iPhone) | Editor: Jordan Wright

Project Context

Shortly after his success on NBC’s, “The Voice”, and my finale strategy that sealed the win, I made a trip to Atlanta with Usher’s photographer, Jordan Wright, to explore some ideas within the comfort of the artist’s home. We went on to shoot a victory celebration and a series of videos around the NBA playoffs—both of which were trending at the time. His sense of humor shined and the fans loved it. See the results below.

In this video, Usher expresses his frustration toward people that act like children when they see a pool. He then proceeds to do exactly that in a mad dash and leap into his pool while straddling an inflatable shark.
Usher beats his opponent in a one-on-one basketball game, proving he has hops. #AirRaymond
In this video, Usher is about to play one vs. one on the basketball court, but before they commence, the ball needs to be checked.
Usher brings his lucky shoes to the basketball court.

Results:

  • Established short-form original video as a content type with an average reach 10x greater than that of photo on Usher's Facebook page

  • Increased retention rates significantly with the average viewing duration exceeding 90%